Business Commons^™

Effect Of Penitence On Social Media Trust And Privacy Concerns: The Case Of Facebook, Emmanuel Wusuhon Yanibo Ayaburi, Daniel N. Treku

Information Systems Faculty Publications and Presentations

Abuse of information entrusted to organizations can result in a variety of privacy violations and trust concerns for consumers. In the event of violations, a social media brand or organization renders an apology – a form of social account – to alleviate users’ concerns and maintain user membership and engagement with the platform. To explore the link between apology offered by a social media brand or organization and the users’ trust dynamics in the brand’s services, we study how organizational integrity can contribute to reducing individuals’ privacy concerns whiles increasing or repairing their trust. Drawing on organizational behavioral integrity literature, …